7-Eleven ups the ante on reward programs

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7-Eleven ups the ante on reward programs

By Gina Acosta - 03/12/2018
The retailer is giving away 1 million points to each of seven members of its 7Rewards loyalty program within the 7-Eleven app.

C-store chain 7-Eleven is making signing up for its rewards program irresistible to shoppers with a big giveaway.

The retailer is giving seven lucky people 1 million 7Rewards points each, redeemable to buy top-selling food and drinks at participating 7-Eleven stores. Entries are made each time customers scan their 7Rewards app during a purchase.

In addition to multiple Million Points prizes, exclusive experiential prizes will also be awarded weekly. The prizes include a media room, trips to sporting events and racing weekends, live music events and a trip for two to Paris, France. 

The Million Points Giveaway coincides with the recent 7Rewards loyalty platform enhancement that adds a points-based loyalty program. Now 7-Eleven shoppers can easily earn points on almost everything they buy—approximately 80% of those available in the store. The in-app menu is designed to always provide the customer with what they want as it is curated with customer favorites.

"Our strategy to make every customer's interaction with 7-Eleven valuable and delightful just got bigger and better. The enhanced 7Rewards app gives customers more ways to earn and redeem points in order to get free stuff," said 7-Eleven Chief Digital Officer and Chief Information Officer Gurmeet Singh. "Giving away a million points each week gets our customers excited –just like the new 7Rewards points program grabbed their attention. Since the launch, we've gone from 9 million members to over 12 million and counting."

The enhancements to 7Rewards are key aspects of a companywide initiative to create greater customer engagement by personalizing the customer experience, both in-store and through digital technologies. 7‑Eleven updated the app specifically to make their customer's experiences in and out of the store even more enjoyable.

Million Points winners don't have to wait to redeem their points. They can use them whenever they want on any eligible product. Items are listed in the app and include hot and cold beverages and sandwiches, fresh and packaged bakery, snacks, candy and more. Customers must be registered to redeem their rewards and can do so via the app or the mobile site.

Entering is as easy as scanning the personal barcode in the 7-Eleven mobile app (available free through Google Play or the iTunes App store) when checking out. Purchase of a featured product earns an extra entry. A 7Rewards member can scan the app to enter up to six times a day or 42 times each week. The entry period starts over each week. In addition to scanning the app, customers can use their registered loyalty card or the bar code obtained by messaging the 7-Eleven Chat Bot on Facebook Messenger.

Customers can earn bonus points on select items as well as receive digital coupons. When members buy products on bonus points, they can earn rewards even faster. To make it even easier, when a participating item is scanned, the digital coupon is automatically applied during checkout.

Originally, the 7Rewards loyalty program was a buy six hot beverages and get the seventh free. The "Buy Six-Get Seventh Free offer" was later expanded to include all proprietary 7-Eleven beverages sold in a cup. That beverage offer remains in the new expanded 7Rewards program.

7‑Eleven operates 11,600 stores in North America.